I. EXECUTIVE SUMMARY
The
“Making fashion that fits you”
DEM Apparel is a clothing line which will help everyone to
find the perfect fit of fashion that suits his or her
personality or suits his or her preference. Clothes that
are trendy, in demand and a budget-friendly price. The
name of the business means Dazzling, Elegant and
Magnificent fashion and designs from this modern world.
Purpose of the Plan
The purpose of this plan is to help the business run in a
more cohesive vision. It will serve as a roadmap, by truly
analysing plan, marketing sales, and manufacturing. It is
made for clarification regarding on establishing a
business. This is to achieve a certain goals, the vision
and mission, as well as its objectives.
Product, Services, and Advantages
DEM Apparel offers a variety of casual wears, bags, and
foot wears. Casual wears like the trendy tops, shirts, and
dresses, and also different styles and designs of jeans,
skirts and shorts. The business will catch the attention of
the people, especially the “millennial” because nowadays
they want to be in and updated with the fashion trend.
Most of the ventures just offer clothes alone, but DEM
Apparel is a complete package that will surely makes
your outfit perfect. There will be a catalogue which
provide tips for the customers on what should they
match on the existing designs available in the shop.
social media will also be a gateway to promote the
products in order for the people to be aware that the
business exists. It will also have a welcoming party to
advertise the business, publicly.
Market Opportunity
DEM Apparel is committed to satisfy the cravings in
fashion to the people in Malolos, Bulacan. The location of
the business was chosen carefully. Students are the main
target of this business. Since the vicinity is nearby
different universities. There is a competition beside the
area that is also selling clothes.
Manage Team
The business has plans to hire the following members of
staff to work in various departments.
• Sales lady
• Cashier
• Delivery man
II. GENERAL COMPANY DESCRIPTION
Products and Services
The DEM Apparel, a clothing line and it is a sole
proprietorship that owned by Milky R. Maquiñana. The
business is located at Malolos, Bulacan and will begin
operation in January, 2020. DEM Apparel, will sell
hottest trends and fashion on you. We will closely follow
generational fashion trends. Solely focusing on the styles,
colours and fits to flatter the millennial.
Goals
The following is a list of business goals and milestones
we intend to accomplish our first year of operations.
 Complete renovating, stocking, hiring and initial
marketing.
 Host a successful grand-opening event.
 Build a solid customer base.
 Generate repeat and referral sales.
 Become a profitable business with expansion
potential.
 Establish a solid reputation as quality retail
establishment.
Features and Benefits
One key feature that separates DEM Apparel from all
other local boutiques and chain department stores in the
area is our commitment to providing women of this
generation stylish, quality clothing options.
Further, DEM Apparel will not just be a store that sells
clothes. Our clientele will benefit from an experienced,
knowledgeable sales staff. Beyond our friendly reception
and an inviting atmosphere, DEM Apparel will also offer
customers fashion information and advice. Our trained
personnel will provide counsel that women simply cannot
find at other clothing stores. The service is like a
beautician who offers advice on what hair styles best
complement his/her client’s face.
III. INDUSTRY AND MARKET
Competition
In Malolos area, specifically in Brgy. Maguinhawa, there
is Eco-Commercial Complex and Graceland Mall that have
its boutique or shops for clothes and accessories. The
shops mostly competing with DEM Apparel are as
follows:
Shop Now Fashion Boutique- which targets younger
women, specializes in offering industrial chic clothing
with “classic lines and a punk gothic edge.”
Lip Piece OL Boutique- targets women within our target
demographic as well, but they specialize in an affordable,
folksy style of clothing with a little bit of trendy fashion.
K&M Boutique- targets women and may overlap our
target demographic slightly. However, they specialize in
consignment clothing.
Other competitors are on the social media, since we are
also posting our products online.
Competitive Advantage fashion sense, outstanding customer service and quality
products. Also, we would be the only niche fashion store
Strengths Weaknesses
for millenials and generation Z. While other stores offer
some style equivalents, they are not focused solely on
 Experience and  Too dependent on
these generations. We are, and therefore, have a distinct
understanding of fashion trends
competitive advantage in our niche. In an affordable
the fashion industry  Competitors can
prices, but expect to have its high quality. Our supplier
 Unique shopping offer similar products
on clothes came from the “Garments Capital of the
experience quickly
Philippines”, which is probably in Taytay, Rizal, while our
 Great downtown
shoes, bags, and accessories came from Divisoria, and in
location
branded supplier. Also, it takes time to build branches,
 Budget-friendly
and by the time a competitor attempts to compete with
us directly, we will have already established a strong
customer base.
Opportunities Threats
SWOT Analysis
 People will always  The quick change of
look for clothes to fashion trends
IV. MARKETING PLAN
wear  Increases in price
 Continued inputs can cause
Objectives:
expansion for online upward pricing
 To make the DEM Apparel an inspirational
sales  New shops that may
and motivational in place.
 Ability to develop open in the future
 To Reaching the right customer
additional stores
 Getting and staying profitable

Marketing and Sales Strategies

To date, our primary competitive advantage is the
Marketing Strategy
absence of any store like ours in the area. In addition,
An intensive marketing strategies will surely increase the
our company owner understands the fashion industry
sales of this clothing line. This will feature all the
and knows how to spot the latest trends. When the
available products for sale.
competitors may copy ours, we have no doubt in our
 Target Market
Our target market will be the Millennial, anyone who likes
dresses, shirt, accessories and bags, but our main target
are people age 18 and above especially for the students.
Market Trends
Sales Strategy
We will give you the opportunity to engage with our sales
team and ensure the effectiveness of our promotional
and they will better understand how people interact with
our website.

Shopping is the most favorite of some millennials Place

nowadays. This was the time when some outfit from the
other country become popular here in the Philippines and
adopt it likes crop tops, skirts, ripped jeans and many
more.
The DEM Apparel is located at Brgy, Maguihawa,
Malolos , Bulacan beside Eco Commercial Complex. The
shop is highly accessible to the customers for it is along
the highway.

Competition
We are the start-up company and looking forward to
earning good share of market, we have great strategies
to give tough competition to our future competitors,
currently our main target of competitor is boutique in Eco
Commercial Complex and Graceland Mall.
Product
DEM Apparel clothing is the perfect fit of fashions that
suits his or her personality or suits her or his preferences.
We have dresses, shirt, skirts, shorts, jeans and also
bags.

Social Media

The DEM Apparel will have its account on Facebook,

Instagram and Twitter for the consumer specifically
"Millenials" and student to have an easy way to know the
DEM Apparel location and address for increase of
awareness that the business exists in the area.
 Price: 2. Wooden Shoe rack x4

PRODUCTS PRICE
Dress 350
Tops 150-3500
T-shirt 350
Shorts 150
Jeans 500
Skirts 150
Bags 400
Shoes 400

V. OPERATIONAL PLAN

Equipments
3. Wooden hangers x60
1. Wooden Hanger Rack x6
4. Office table x1 6. Curtains

7. Mirorr x1
5. Office chair x1
8. Split type aircon x1 Organizational Chart

Michaela R. Maquiñana
Owner/Manager

Danicka Tingcang
Saleslady

Elyssa Reyes
9. Wall decorations x5 Cashier

Roberto D. Mapigil
Driver/ Boy
Functions/ Job description:

 Owner/Manager
- Accounting b. Employee Schedule
- Budgeting
- Advertising POSITION DAYS SALARY
- /WEEK
 Saleslady SALESLADY MONDAY – P2,275
- Customer Assistance SUNDAY
- CASHIER MONDAY – P2,275
 Cashier SUNDAY
- Assisting DRIVER/BOY MONDAY & P1,000
- Cashier THURSDAY

 Driver/Boy
- Getting the stocks at suppliers
VI. FINANCIAL PLAN
Salary and Scheduling

a. Business Schedule
 Mayor’s permit - 5,000
 Community Tax Certificate - 1,300
TIME DAYS
 Barangay Permit - 500
9:00AM – 7:00PM MONDAY - SATURDAY  Building Rental - 15,000
 Capital - 150,000

8:00AM – 12:00NN SUNDAY

 Pri Total Total
OVERALL COST: Product Pcs Cost Profit
ce Cost Gain
Dress 30 150 350 4,500 10,000 6,000
TOTAL COST: 87,500
T-shirt 100 150 350 15,000 35,000 20,000
MAYOR PERMIT: 5,000 Shoe 50 200 400 10,000 20,000 10,000
COMMUNITY TAX PERMIT: 1,300 Bags 50 130 400 7,500 20,000 12,500
BARANGGAY PERMIT: 500 100- 150- 105,00
BUILDING RENTAL: 15,000 Tops 30 45,000 60,000
1,500 3,500 0
EQUIPMENTS: 11,200 Short 100 55 150 5,500 8,250 2,750
ELECTRIC BILL: 10,298 =198,7
=87,500 111,250
TOTAL=130,798 50

TOTAL COST: 130,798

TOTAL GAIN: 198,750
TOTAL PROFIT: 67,952

Product Cost Price Total Total Profit TOTAL COST: 195,500

Pcs. Cost Gain ELECTRIC BILL: 15,000
Dress 30 150 350 4,500 10,500 6,000 BUILDING RENTAL: 15,000
Tops 30 1,500 3500 45,000 105,000 60,000 TOTAL =225,500
Short/ 200 55 150 11,000 16,500 5,500
Skirt TOTAL COST: 210,500
Jeans 100 200 500 20,000 50,000 30,000 TOTAL GAIN: 437,000
T-shirt 200 150 350 30,000 70,000 40,000 TOTAL PROFIT: 226,500
Bags 100 250 550 25,000 55,000 30,000
Sandals 200 100 250 20,000 50,000 30,000
Shoes 100 200 400 40,000 80,000 40,000
VII. APPENDICES

Tops (Branded and non)

Halter

Off shoulder Dress

 Pants
Shirts
Boyfriend jeans

Bags

Shorts
Shoes and Sandals Hair clips & Accesories
 A Business Plan Presentation
In Partial Fulfilment of the
Requirement in
Organization and Management

Submitted by: Maquinana,

Michaela R.
Reyes, Elyssa Ruth M.
Tingcang, Danicka P.

Submitted to: Mr. Alvin S. Pio